The topic of sustainability is currently a major focus, particularly in its connection to e-commerce. This research aimed to explore differences in consumer perceptions of various aspects of sustainability within the e-commerce sector and analyzed according to specific socio-demographic characteristics. Primary data was gathered through a questionnaire survey conducted with a sample of 506 respondents. Following data collection, descriptive analysis, and difference-in-difference analysis were performed. The majority of respondents demonstrated positive attitudes toward digitalization in green marketing and environmentally oriented lifestyles. The findings also revealed significant gender differences in environmental attitudes, with females exhibiting more positive attitudes compared to males. However, no generational differences were observed in any of the aspects studied. The chapter presents original and novel contributions to the growing intersection of sustainability and e-commerce by offering fresh insights into consumer perceptions across socio-demographic lines, a relatively underexplored area. The study’s use of a socio-demographic lens—particularly analyzing differences in gender and generational attitudes toward sustainability in e-commerce—is a unique contribution of the chapter. The results offer valuable insights for both theoretical exploration and practical application.